Twitter is not always the answer
Tweet Written by Danny Whatmough
It was really only a matter of time. First we had the copycats, then the APIs and apps followed closely by those looking to monetise. Now, as ever, agency-land is trying to consolidate its position in a Twitter-focused world with the launch last week a “Twitter agency”.
Twitter Partners has launched with a powerful list of potential clients and despite a distancing post from Twitter itself [possibly following comments to NMA suggesting the company is an official 'partner'; it isn't], the new company has been racking up publicity all over the place.
So are Twitter agencies the future? Or just a vehicle for publicity or a band-wagon for big brands looking to display their social media prowess?
The main problem as far as I can see: this approach is far to narrow to be truly effective. And its the same niggling problem I have with any niche agency. If you specialise too much, you are in danger of missing the bigger picture. At its simplest level, Twitter is one of many social networks (and not even the biggest), even if it is currently the network du jour.
Sure, big companies, with big internal comms or marketing teams, can more effectively manage their roster of agencies and ensure uniformity (though many don’t seem capable of this) and consistency of branding and messaging.
But, companies without this internal resource (or skill) would be wise to avoid this route of agency selection.
It is for this reason that I feel that rather than narrowing, agencies (and the clients that appoint them) should be broadening. I want to be able to go to a new client and suggest a strategy suitable for their business needs made up of a range of tactics suited to this strategy. This might include SEO, online PR and micro-blogging, but it might not.
I’m all for using new tools, but let’s use them where they are needed rather than as another feather in a cap.